Návrh komunikační strategie firmy Newport ranč

Abstract

Newport ranch is a small company offering a wide range of services. Among the main ones include housing and sale and manege horses conected with their breeding. Newport ranch is situated in attractive location but after all for 2010 shows a loss. It is necessary for understanding the situation of the ranch to define the external influences over company and to know their meaning. To be determined will be used PEST analysis. For the knowledge of the microenvironment serves Porter five forces. By this analysis will be identified further opportunities and threats for the company and forceful and weak qualities which are resulting particularly from comparison with the competition. For the mapping of the internal company factors will be used the analysis of 7S, defined by McKinsey. For a complete evaluation of all found factors will be used the method of SWOT analysis. From outputs of the analysis will be evident possibilities of the company which should be used and weaknesses which on the contrary should be avoid. For the determination of the order important factors will be used VRIO method. From their results reveals a clear structure of the company's strengths which will be subsequently used in the communication strategy. The goal is to design a communication strategy for Newport ranch. In the conclusion will be designed concrete communication tools which will enable enterprises effectively to work on to potential customers.